And our use of the web has rapidly changed as well. In simple terms, it has evolved from online directories (Yahoo!) To search engines (Google) and now to social media (Facebook). Today, however, a new platform shift is taking place. In this report, Flurry compares how daily interactive consumption has changed over the last 12 months between the web (both desktop and mobile web) and mobile native apps. Our analysis shows that, for the first time ever, daily time spent in mobile apps surpasses desktop and mobile web consumption. The preceding chart compares the average number of minutes consumers spend per day in mobile native apps vs. the web.

Flurry found that the average user now spends 9% more time using mobile apps than the Internet.
Global mobile research on the smartphone user and the mobile marketer from the MMA and Google. How-teens-are-using-their-mobile-phones.png (Image PNG, 960x2000 pixels)
The Mobile Movement: Understanding Smartphone Consumers.

Mobile app

Mobile data. Mobile personna. Mobile search. Mobile shopping. Mobile Marketers Must Respond to Cultural Differences. As mobile penetration and usage increase across the board, marketers must craft campaigns that appeal to local communities and cultural differences.

Ads developed for the US or other Western markets may not have the same impact throughout the world. Latin America, as a region, has some of the highest adoption rates of mobile devices in the world and overall mobile phone user penetration of 55.4%. eMarketer estimates that penetration in Argentina, Brazil and Mexico will be 77%, 54% and 52% in 2011, respectively. Due to multiple SIM cards per person, subscription penetration in the countries is estimated much higher.

However, one of the most important takeaways from the CTIA Wireless 2011 panel, “The New Frontier: International Perspectives,” is that each country in the region is very different. The marketers on the panel represented companies operating throughout Latin America, but they stressed the importance of fragmentation. There are bottlenecks, however.